Advancement in higher education: the role of marketing in building philanthropic giving

Abstract

This paper empirically explores ways in which marketers of higher education can contribute to the important task of cultivating alumni philanthropy. Advancement professionals understand that philanthropy is influenced by wealth and affinity. As marketers, we anticipate that our contribution resides with investments in building affinity. Using survey data that measure the affinity of alumni of a large US university who have been commercially screened to reveal individual wealth, this paper provides empirical evidence of the relative contributions of affinity and wealth to giving. Logistic regression analysis reveals that affinity has a greater impact on predicting the likelihood of giving than other variables, including prior giving and wealth. Important to marketers, this study emphasizes the importance of building affinity and also uncovers obstacles to affinity formation. This information can be used to bridge and repair alumni relationships with their alma mater and inform segmented marketing communications to foster alumni enthusiasm for giving.

A Study of The Best Selling Smartphone in The Two Biggest Marketplace in Indonesia

“…Bukalapak also tends to have more average views than Tokopedia (5:1). (McAlexander, Koenig, and DuFault;. The model requirement that uses by researcher to determine whether the model was good enough to predict the values is if the HL test produce significant value that higher than 0.05 then the model passes the test and the hypotheses testing can be continued (Ghozali;2009, Allison;2012).…”

Anteseden Kepuasan Dan Rasa Percaya Serta Konsekuensinya Terhadap Intensi Perilaku

“…Menyadari akan besarnya potensi yang dimiliki alumni, maka penelitian ini menganalisis faktor-faktor yang mampu mendorong alumni agar bersedia berperan aktif dalam pengembangan almamater. Beberapa cara yang dapat digunakan untuk meningkatkan keterlibatan alumni dapat dilakukan melalui 1) peningkatan komunikasi dan kerelasian (Alexander et al, 2014;Lertputtarak & Supitchayangkool, 2014), 2) pengembangan aktivitas yang melibatkan banyak alumni Gaier, 2005), 3) peningkatan kepuasan melalui pengalaman akademik Gaier, 2005;Stukalina, 2014), 4) peningkatan kepuasan melalui pendapatan yang diterima saat ini (McCloy & Liu, 2010), 5) peningkatan kepuasan melalui citra (Alves, 2010;Porter, Hartman, & Johnson, 2011;Sung & Yang, 2008;Treadwell & Harrison, 1997), dan 7) peningkatan rasa percaya melalui keterbukaan laporan keuangan (Schmidt, 2015).…”

“…Kepuasan dan rasa percaya merupakan kunci utama dalam memengaruhi intensi perilaku pelanggan. Untuk mencapai kepuasan dan rasa percaya pada industri perguruan tinggi, beberapa faktor yang dapat memengaruhi adalah pengalaman akademik, pendapatan, kerelasian alumni dan citra institusi (Gaier, 2005;Stukalina, 2014;Wilkins, Balakrishnan, & Huisman, 2012;Keaveany & Young, 1997;McCloy & Liu, 2010;Dean, 2007;Bingham et al, 2003;Pike, 1994;Lertputtarak & Supitchayangkool, 2014;Alexander et al, 2014;Alves, 2010;Porter et al, 2011;Sung & Yang, 2008).…”

“…Kerelasian alumni juga diyakini oleh beberapa peneliti dapat menimbulkan kepuasan dan rasa percaya yang mampu menggerakkan kepedulian alumni terhadap almamater (Lertputtarak & Supitchayangkool, 2014;Alexander et al, 2014;. Menurut Egan (2011) & Gordon (1998 kerelasian harus mampu menciptakan keuntungan bagi kedua belah pihak melalui kerjasama secara berkelanjutan.…”

“…Kepuasan timbul karena adanya evaluasi terhadap pengalaman bertransaksi, dimana kinerja melebihi harapan konsumen (Kotler & Keller, 2016;Schiffman et al, 2011;Liu, Dong, & Burnkant, 2013;Egan, 2011;Blackwell, Miniard, & Engel, 2012;Thomas, 2011;Munteanu, Ceobanu, & Anton, 2010). Berdasarkan penelitian sebelumnya, kepuasan alumni dibentuk oleh pengalaman akademik, pendapatan, kerelasian alumni dan citra institusi (Gaier, 2005;Stukalina, 2014;Wilkins et al, 2012;Keaveany & Young, 1997;McCloy & Liu, 2010;Dean, 2007;Bingham et al, 2003;Pike, 1994;Lertputtarak & Supitchayangkool, 2014;Alexander et al, 2014;Alves, 2010;Porter et al, 2011;Sung & Yang, 2008).…”